Market research for the needs of the company dgr d.o.o.

Trge vedno bolj določa tesna konkurenca, zato je za podjetja še posebej pomembno, da poznajo in razumejo preference svojih potrošnikov ter prepoznajo in analizirajo ustrezne ciljne trge, saj svetovni splet podjetjem odpira ogromno novih priložnosti in možnosti cenejšega poslovanja ter širjenja na tuje trge zaradi zmožnosti učinkovitega nagovarjanja ciljne publike. Tržne raziskave lahko dosežejo visoko raven zadovoljstva strank, zmanjšajo upad le-teh in razvijejo podjetje. Tržne raziskave zagotavljajo dragocene informacije o trgih, strankah in lastnih izdelkih podjetja, pomagajo ugotoviti, kaj stranke želijo in kaj lahko pričakujejo. Z razumevanjem potreb strank in s poznavanjem ciljnih trgov, predvsem naraščajoče globalizacije, lahko podjetja napovedujejo svojo proizvodnjo in prodajo ter ustrezno načrtujejo tudi zaradi učinkovitih transportnih rešitev. Namen diplomskega dela je bil ugotoviti, katere tržne raziskave so primerne za storitev proučevanega podjetja. S pomočjo kvalitativne raziskave – intervjuja smo skušali ugotoviti, kakšno raziskavo trga so izvedli v proučevanem podjetju in na kakšen način, koliko postavk, ki smo jih predhodno opredelili v teoriji raziskav trga, so upoštevali, ter kako lahko nadgradijo svojo raziskavo trga. Ugotovili smo, da je proučevano podjetje opravilo raziskavo trga, v sklopu katere so identificirali potencialne stranke, določili velikost trga, analizirali konkurenco, izvedli analizo zmožnosti, zastavili cilje ter analizirali trende. Glede na rezultate priporočamo razširitev raziskave trga z analizo zadovoljstva.Due to increasingly intense competition, it is vital for companies to know and understand the preferences of their clients as well as to analyze and recognize relevant target markets. Because the Internet opens up a huge number of new opportunities and possibilities for companies to do business cheaper and to expand to foreign markets and persuade the general public, or it makes it possible to persuade the target audience more effectively. Market research can contribute to higher client satisfaction and increased client retention, contributing to the company’s growth. Market research entails gathering information about markets, clients and the company’s own products in order to establish understanding of potential clients needs and expectations. By understanding the client needs and target markets, mostly increasing globalization, companies can better plan and budget their production and sales also due to efficient transport solutions. The purpose of the thesis was to determine which market research is suitable for the service of the studied company. With the help of qualitative research and interviews, we tried to find out what kind of market research was carried out in the studied company and in what way, how many items that we previously defined in the market research theory have taken into account and how they can upgrade their market research. We found that the subject company had conducted market research, in which they identified potential customers, determined the size of the market, analyzed the competition, performed a capability analysis, set goals and analyzed trends. Based on the results, we recommend expanding the market research by analyzing customer satisfaction